Exploring the Key Success Factors of Mobile Commerce in Taiwan

The increasingly high penetration rate of mobile phones indicates that mobile commerce has become the hottest issue around the world. However, in Taiwan, the adoption rate of mobile commerce still is low. Very few previous studies have explored how to influence mobile phone users to adopt mobile commerce. The purpose of this study is to identify key success factors for mobile commerce in Taiwan. In this study, we surveyed a sample of 449 users who had used mobile commerce. Through factor analysis, we identified six key factors: externality, accessibility, reliability, entertainment, reciprocity, and mobility. In addition, we used cluster analysis to explore the different types of concerns of customers. Apart from our findings, further conclusions and implications are also provided.